NAILING THE COMPETITION: To celebrate its 15th anniversary, Nails Inc. has signed Alexa Chung as the new face of the U.K.-based brand. Chung also will collaborate with Nails Inc. on a six-shade collection of fabric-inspired polishes, which will feature the brand’s new bottle design created by Fabien Baron, launching in August.
In June, customers will receive a preview of the launch with a limited-edition shade called Red Lace on Nailsinc.com. But that’s not its only news. Nails Inc. is launching a range of polishes in the fall called Nailkale, a superfood base coat that is formulated with the leafy green.
This story first appeared in the May 21, 2014 issue of WWD. Subscribe Today.
Also, Thea Green, founder and managing director of Nails Inc., is planning on opening its first stand-alone store in the U.S. in the fourth quarter called Paint Worxshop, which is based on the company’s nail-bar concept within Selfridges.